Millennials will be 85 million strong in 2015, making them the largest living generation in history. As this group transitions into parenthood, tech-savvy, non-hierarchical Millennials will forever change the way brands must present themselves at point-of-sale. Big Red Rooster's POV explores how Millennials' shopping habits and needs evolve as they move into parenthood.

1. Millennial Parents | We Are Not Who You Think We Are

2. Why You’re Here
POV
Findings Personas Examples

3. What we knew

4. They Are 2015’s Largest Generation
85M
Millennials (1981-1999)
63M
Gen X (1966-1980)
79M
Boomers (1946-1965)
29M
Silent (1926-1945)

5. They Are The First Global Generation

6. They Are Changing Society

7. They Are Unique

8. They’re Coming Into Their Own
HELP
WANTED
34%
Millennials are
already parents!

9. What we wanted to learn

10. What Makes Them Tick?
Value Purchase Shopping
System Decisions Behavior

11. How we did it

12. Big Red Rooster Talked To...
800+ Millennial Parents

13. Value System | We Rely On A Network

14. Point of View : Millennial Parents | 2011

15. Extended Family Is Their Lifeline
95%
have relatives that
make up their
support system 55%
rely MOST on their
parents/grandparents

16. Millennials Are In Their Parents’ Backyard
72% live within 30 miles of their parents!
MILE MILE
44% 9 28% 29 28%
0-9 miles 10-29 miles 30+ miles

17. Family Comes First
S T TR F S
48%
involve kids in meal prep 2 or more days per week.

18. Kids Influence The Shopping Cart
Groceries
Apparel for Children
Technology/Electronics
Apparel for Significant Other
Health/Beauty for Other
Home Goods
Apparel for Self
Health/Beauty for Self

19. Kids Leverage Peer Status
85%
of Millennial Parents say
their children influence
their purchase decisions

20. Millennial Parents Share EVERYTHING
93%
share shopping experiences

21. The Digital Universe Is Their Community
Sharing parenthood experiences via...
Word of Mouth
Posts on SNS, Blogs, & Forums
Text
Email
Reading SNS, Blogs, & Forums

22. Toyota

24. Purchase Decisions| |Frugality Blah Blah
Milliennial Parents We’re Bringing Frugal Back

25. Point of View : Millennial Parents | 2011

26. Parenthood & Marriage Trump Career & Money

27. Price Rules The Decision To Buy

28. Every Aspect Of Shopping Is Planned
98%
When? pre-plan shopping trips
Where?
What?
Why?
55%
plan to budgeted
How much? dollar amount

29. Stretching The Dollar Is Worth The Work
$ $ $ $
$ $ $ $
$ $ $ $
$ $ $ $
87% make every effort to stretch
their dollars further.

30. Being Green Doesn’t Mean Buying Green

31. Is Loyalty Dead?
50%+ loyal to none or only one brand

32. “Like” Has Replaced “Love”
64% have “liked” a brand/retailer

33. The Go-To Store Is The One-Stop-Shop
THE
BIG STORE
THAT HAS EVERYTHING

36. Shopping Behavior| |Frugality All Things Converged
Milliennial Parents We See Blah Blah

37. Point of View : Millennial Parents | 2011

38. Perpetual Multitasking Bends Boundaries
60%
63% have purchased
something while
work while at work
at home
81%
devote time
to personal
issues at work

39. Technology Is A Family Way Of Life

40. Technology Morphs The Purchase Process
Ben

41. Opportunities for Impulse are at Their Fingertips
69%
of Millennial Parents have
shopping related apps on
their phones, but...
of those rarely or
46% never use them

42. Smartphones Meet Every Need
69%
have smartphones
Self-
Mobile Games,
Actualization
Mobile Web
Esteem Twitter, Skins,
Followers, Friends
Love/Belonging
Facebook, Text, Email
LinkedIn, Email Sync,
Safety
Navigation, News
Physiological Biometric Apps,
Proximity Apps

45. THEY have $230B+ to spend.
How much of that will
YOU own?

46. THEY rely on a network.
YOU need to play a role.

47. They’re bringing frugal back.
YOU need competitive
price and more.

48. THEY see all things converged.
YOU need a holistic
approach to engage them.

49. Thank You!
Big Red Rooster
www.bigredrooster.com/blog
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Columbus, Ohio 43206
614.255.0200